Briefing

We were asked to build a promotional campaign around Factor F : a functional training program that imitates real physical movements used in everyday life, at work and in sports. It's designed to achieve real and fast results in terms of physical conditioning, fat burning and muscle toning in short but very intense 30-minute formats.

Solution

It requires courage to burn your calories at the gym using kettlebells, battle ropes, TRX straps, sandbags and other Factor F gear. That's why we turned real JIMS members into real Action Heroes. The campaign ran on outdoor posters around the clubs, on social media and was reinforced with instore material and member-get-member events.

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